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Project Overview

CC iDTC x BE.Center Survey Sprint


Two areas of focus: End consumers and key influencers (not just in social media terms)

Goal

One quick survey to rule them all. The topics covered will be:

Exploratory:

Comparisons:

Once imported, the data it filtered to keep only those records that were considered complete, and for participants aged over 18.

Clean/Rename meta data

Alchemer did a few mishaps when ordering data, manually reordering some of the yes/no answers.


Demographics

The sample is slightly skewed from general US census data (as well as SASSY data) - reweighing will correct this.

All data averages are reweighed on ethnicity and SASSY scores.


Social Media

To understand if the general population (not social media influencers) believes there is a reputational risk associated with posting on social media about climate change, and how that compares to posting about activities that are environmentally positive but not explicitly climate-motivated.

What we want to be able to say

This first set of questions examined which social media respondents used, which ones they used regularly, and which ones they actually created content for. The scores presented in the table represent the weighted average of % respondents who use or post on X social media platform.

We can see here some of the other social media that respondents used, as well as the demographic information of said respondents.

This second set of questions examined which topics respondents were more likely to be interested in, post about, and face social praise or backlash for engaging with. Resondents were given a 7-item likert scale for which to answer from Extremely likely to Extremely unlikely, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Extremely likely, whilst 0 represents an average response of Extremely unlikely.


Waste

To understand what food waste avoidance strategies people are already employing.

What we want to be able to say

Below you can see how many respondents are actively trying to reduce food wastem as well as a table showing the steps that those who are trying to reduce waste are taking.

The next table show the weighted average engagement of respondents with specific behaviors. Resondents were given a 7-item likert scale for which to answer from Every time to Never, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Every time, whilst 0 represents an average response of Never.

The next table show the weighted average response of participants beliefs around why reducing food waste is important.

Resondents were given a 7-item likert scale for which to answer from Strongly agree to Strongly disagree, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Strongly agree, whilst 0 represents an average response of Strongly disagree.


Energy (Community Solar vs Green Electricity scores)

To understand if the national index values for buying green energy also apply to community solar

What we want to be able to say

First we begin with having a look at participant responses for the Green Electricity questions

Now onto the Community Solar questions

How do these compare?

Below you can see a comparison of normalized, weighted averages for each question that was asked on the topic of energy. Since we wanted to know whether answers in the Community Solar condition were equivalemnt to those in the Green Electricity condition, we set a bound of +/- 10% on the green electricity average and contrasted the community solar average to it. A significant difference therefore represents a difference in %responses greater than +/- 10%.

With a threshold of 10%, current results indicate that respondent's only non-equivalent set of answers is for the question of whether they had considered getting green/solar energy in the last 12 months.

Specifically:


Electric Vehicles

To understand the public’s beliefs around EV rentals.

What we want to be able to say

First we begin with having a look at participant responses for the EV Rental attitude questions. We also include "other" responses to a few questions that included longform options.

Now onto the EV purchasing attitude questions

How do these compare?

Below you can see a comparison of normalized, weighted averages for each question that was asked on the topic of EVs. Since we wanted to know whether answers in the EV Rental condition were equivalemnt to those in the EV Purchasing condition, we set a bound of +/- 10% on the EV purchasing electricity average and contrasted the EV rental average to it. A significant difference therefore represents a difference in %responses greater than +/- 10%.

With a threshold of 10%, current results indicate that respondent's only non-equivalent set of answers is for the question of whether they had considered getting green/solar energy in the last 12 months.

Specifically:


Food - Plant-Based Diet

To understand who people believe might be against talking about these actions.

What we want to be able to say

A quick look at our meat-eating behaviors

This first set of questions examined whether respondents are trying to reduce their meat consumption, as well as the beliefs they hold about eating less meat.

The scores presented in the table represent the weighted average of respondents' likert responses. Resondents were given a 7-item likert scale for which to answer from Strongly agree to Strongly disagree, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Strongly agree, whilst 0 represents an average response of Strongly disagree.

What are some of the steps and reasons to reduce meat consumption given by the respondents?

Next we look at respondents' sharing behavior. For those who are intending to eat less meat, are they talking about going meat-free with the people they know?

Respondents were asked wiith whom the had shared they were trying to eat less meat. The table represents the % respondents who intend to reduce their meat intake and who have shared with X member of their community.

They were also asked whether they thought their community would approve or dissaprove of their decision to reduce meat consumption.

Fianlly, we look at some of the potential avenues that ClimateCulture could explore when it comes to meat-reduction interventions